What happened: Yahoo Sports reports that NBA star Stephen Curry has signed a 10-year sneaker and apparel deal with Chinese brand Li-Ning. The agreement marks one of the longest endorsement commitments of his career and follows his recent departure from Under Armour.

Why it matters: The move is a significant shift in the basketball footwear market, pairing one of the league's biggest stars with a brand seeking global reach beyond China. For the same Stephen Curry who recently split from Under Armour, a decade-long pact signals long-term alignment rather than a short-term endorsement.

What to watch: Watch for the deal's financial terms, signature-line branding, and an initial product launch timeline from Li-Ning.